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Strategy Analytics: Samsung Leads Sony, HP and Apple in Technology Brand Preference

  Strategy Analytics: Samsung Leads Sony, HP and Apple in Technology Brand

Business Wire

BOSTON -- June 06, 2012

Samsung is the most preferred consumer technology brand, ahead of Sony, HP and
Apple, according to ConsumerMetrix Technology Brand Preference Index just
released by Strategy Analytics. In a survey of more than six thousand
consumers in the US and Europe, “Technology Brand Preferences,” Samsung
received the highest overall preference rating of +41 percent, followed by
Sony at +29 percent, HP at +20 percent and Apple at +19 percent. The lowest
brand preference ratings were given to Lenovo (-37 percent), RIM (Blackberry)
(-28 percent) and Sanyo(-26 percent). Respondents were asked to consider how
likely they would be to choose each of more than twenty global brands when
buying technology products such as computers, mobile phones and TVs.

The study identified significant regional and demographic variations in brand
preference. Apple is the third most preferred brand in Italy but ranks only
eighth in Germany. Apple’s popularity also diminishes in line with age: it is
the second most popular brand with under-20s but ranks only tenth with

“Samsung has made a remarkable journey from no-name brand to global leader in
less than 15 years,” says David Mercer, Principal Analyst and the report’s
author. “In contrast to many of its competitors, Samsung’s popularity shows
unusual consistency across geography, age and income groups and this suggests
the company has a broad and balanced marketing strategy.”

Jia Wu, Director, Connected Devices research, comments: “In spite of its
significant financial losses in its Consumer Electronics segment, Sony still
has strong brand equity, which could serve as one of its greatest assets for a
potential turnaround.”

The chart, “ConsumerMetrix Technology Brand Preference,” may be found at:

Note: Strategy Analytics conducted an online survey, the 2012 ConsumerMetrix
Survey fielded in March 2012. The sample consisted of n=2038 individuals in
the US and n=3996 in Europe ages 15-74 years. Strategy Analytics weighted the
data by country, age, gender and internet use to represent the US and European
populations of internet users, respectively.

About Strategy Analytics

Strategy Analytics, Inc. provides timely and actionable market intelligence
focused on opportunities and disruptive forces in the areas of emerging
technology, communications and media. For more information, please visit


Strategy Analytics
European Contact:
David Mercer, +44 7875 391218
US Contact:
Jia Wu, +1 617-614-0712
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